A transformative process of beauty, the creation of an identity in contemporary culture, an emotional connection with oneself: Farfetch Beauty celebrates all this, the world of beauty from a modern, innovative, inclusive perspective. The shopping giant Farfetch announces the launch of the new beauty category on the online platform in which there will be a sector dedicated to skincare, makeup, perfumes, hair, fragrances and much more. Farfetch Beauty is the trendy destination where you can find all the luxury news of the beauty industry, selected by a team of experts, including makeup artists, hairstylists, beauty editors and dermatologists but not only. The new category also involves the community through multidirectional conversations and interactions. Here is some insight into the new Farfetch Beauty universe, told by Sophia Panych, Head of Brand Content – Beauty, Farfetch.
What are the values that will represent the new Farfetch Beauty section?
Farfetch Beauty’s values are represented through the brands we sell and the content we are creating, the new section will celebrate the emotional and transformative nature of beauty, focusing not only on how products make you look, but how they make you feel. We want to push the boundaries of the traditional online beauty retail experience, allowing consumers to use beauty as a way to express themselves and their individuality.
How will fashion and beauty be linked?
We look at the world of beauty through a cultural and mental vision, as if they were two complementary categories that allow us to intrinsically connect what is happening in both fashion and beauty spaces. For our clients, both beauty and fashion will be represented through intersecting categories.
What is the difference between the new Farfetch Beauty section and the competition?
The beauty section will have its own homepage on Farfetch.com, which will allow us to showcase far more beauty content than our competitors. We will provide a curated selection of the best products from leading global brands to independent brands to serve customers of all ages, races, cultures and genders. Plus, our Farfetch Beauty Global Collective is another point of differentiation. The collective is an international committee of industry experts and creative visionaries who will help educate, inspire and build a sense of community with our clients. Through our website and social media channels, members of the Global Collective will share their favorite products, their experience and a behind-the-scenes look at the various sectors of the beauty industry.
What are three words to describe this new store?
Stimulating, inclusive, powerful.
What are the three beauty products that you would immediately choose from the Farfetch Beauty section?
Definitely the Off-White “Paperwork” fragrances in solution (there are four to choose from), the Dizziak Deep Conditioner and finally the Rescue Serum by Joanna Vargas.
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